2. WHAT IS
CONSUMER ENGAGEMENT MARKETING?
Consumer Engagement marketing describes
a strategic approach that engages the
consumers themselves and invites them to
participate in the evolution of a brand with
the aim of building brand equity. Here,
consumers should be actively involved in the
co-creation of marketing programs,
developing a long-lasting relationship with
the brand.
When designing such engagement strategies, in order to achieve the right outcome,
these must be kept in mind:
FUNDAMENTALS OF
CONSUMER ENGAGEMENT MARKETING
Establish a
clear brand voice
Find the relevant and right platform
in alignment with the brand’s purpose
Keep consumer
engagement at the core
Optimize and
scale as required
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3. WHY USE
CONSUMER ENGAGEMENT MARKETING?
Today’s advertising can be overwhelming for consumers, as they are subjected to
advertisement messages from hundreds of brands, in which particular brands need to
work very hard with traditional advertising to stand out. This obviously creates a
problem for brands.
However, we must keep in mind that just because people don’t recall ads doesn’t imply
that they are not making purchases. That means we must reach potential buyers in
unique ways, making them “engage” with the brand. That’s where engagement
marketing comes in.
Engagements are not just about making a brand known to its potential audience. It is
about creating a persona for its products in the minds of the users and helping them
form an emotional connection with the brand. Today’s most successful brands aim to
engage consumers beyond the transaction.
As Unilever Bangladesh, our objective far transcends the necessity of simply selling our
products. We look beyond and reach further to do more for our consumers and the
society. Hence, Unilever drives its businesses forward bolstered by purpose-driven
initiatives and operations. Through establishing engagement platforms, Unilever aims
to create long term brand association with consumers with the purpose of the brand at
its very core and touching their lives for the better.
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4. CLEAR MEN
FOOTBALL
TOURNAMENT
CLEAR aims to empower young people to own their journey to success by building the
resilience to overcome their self-doubts and have confidence to defy societal
conventions and hence a platform like Clear Men Football Tournament was
launched. Like Clear Men Football Tournament, there are many other engagement
platforms through which Unilever impacts lives across various age groups, income
groups, and geographies.
LUX SUPERSTAR
Unilever found that the creative and entertainment industries have a significant role
to play in shaping judgements about women, because the way women are portrayed
in movies or songs ends up influencing how we and society at large think how women
should look or behave. This is one of the tension points where judgements come from.
Hence to tackle this, Unilever wanted to commit to recognizing and supporting
women who rise above judgement and challenge the stereotypes. Thus, the core
purpose of Lux lies in inspiring women to rise above everyday societal judgements
and express their beauty and femininity unapologetically. Lux Superstar drives this
character of the brand; providing women with a platform where they can confidently
express their inner beauty while leading the way to accomplishing their aspirations.
LUX Superstar, the prestigious beauty
pageant that started in 2005 is now one
of the largest events in Bangladesh
which gives the winner the chance to be
the “Bangladesh Face of Lux” and
enables many women to build their
careers in the media industry. So many
prominent faces of the country like
Azmeri Haque Badhon, Bidya Sinha Mim,
Mehazabien Chowdhury followed their dreams
through the platform.
LINKING ENGAGEMENT
PLATFORMS WITH BRAND PERSONA
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5. TRESEMMÉ
FASHION
WEEK
TREsemmé Fashion Week is the largest fashion show of Bangladesh, launched in
2019 with 3-days long event. Unlike other fashion events, which showcases fashion
designers work, TFW brings to the forefront what goes behind the scenes, the work of
the country’s hairstylists in the backstages, showcasing how TRESemmé equips
women to make their presence count. The intent is to drive the brand’s equity and
purpose that seeks to solidify the path to a new generation of savvy individuals who
also take pride in making their presence felt.
CLOSEUP 1
TOMAKEI KHUJCHHEY
BANGLADESH
Closeup 1 Tomakei Khujchhey Bangladesh, one of the most popular musical reality
shows, was highly successful and ran for four seasons, the last of which ended in 2012.
Closeup's brand purpose is to inspire people to turn mutual attraction into action,
free of self-doubt and the judgment of others, which did not align with the singing
talent platform. The underlying goal of any engagement platform is to increase a
brand's equity and thus indirectly contribute to sales, which Closeup 1 was not
achieving despite being a popular show. Hence, Unilever geared towards producing
a platform that aligned perfectly with its purpose - Closeup Kache Ashar Golpo, a
collection of brave and unusual love stories which has been running successfully for a
while.
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7. Surf Excel has always supported parents in their journey of
raising children enriched by playful, fun, and messy experiences
of life. Today, these children are growing up in a world where
they see environmental and societal concerns all around them.
And they want to act. They want to be the change they want to
see in the world. Taking social action in big ways and small is
becoming more relevant for every age group. As a brand, Surf
Excel continues to focus on supporting families to face the new
set of issues and challenges that are the most relevant today.
Thus, the brand purpose of Surf Excel is: Power up the world’s
changemakers to get Dirty for Good.
BRAND PURPOSE
Active Companion: galvanizing changemakers to get ‘Dirty For Good’. We are optimistic,
trusted, empowering, and unwavering.
Brand Personality
Superior performance, expert stain removal, delivered sustainably.
Functional Benefits
Freedom to get Dirty For Good, leaving a positive impact on the world and oneself.
Emotional Benefits
BRAND GUIDELINES
People who recognize the importance of freedom to unleash humankinds’ desire to posi -
tively impact the world.
People We Serve
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8. THE DATA AND INFORMATION PROVIDED IN THIS CASE ARE HYPOTHETICAL AND NOT A
Laundry category is used by 100% households in Bangladesh. However, premium powders,
which have been in the market for almost 3 decades, is used by only 10% households
quarterly. Therefore, there is opportunity to significantly upgrade consumers to Premium
Laundry like Surf Excel. How can Unilever ignite Surf Excel’s brand purpose of Dirt for Good,
sustainably, by creating a brand engagement platform to inspire consumers to associate
with the Dirt for Good movement, and thus build brand equity.
CURRENT CHALLENGE
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9. Clear seeks to inspire people to show the world what they are made
of by helping them become resilient, clear anxieties and self-doubts,
so they can break out of this negative cycle and have confidence to
defy societal conventions.
#keepaclearhead #nothingtohide
Performance with the attitude of a challenger.
Brave, bold & provocative.
A leader, not a follower.
BRAND PURPOSE
Brand Personality
We build scalp resilience to end recurring dandruff and scalp problems.
Functional Benefits
Courage to defy all scrutiny and judgement, so you have the confidence to perform at
your best.
Emotional Benefits
Sustainable Living Commonplace
BRAND GUIDELINES
Post-millennials (Gen Z/Gen) who want to perform at their best, be noticed & defy
conventions boldly.
People We Serve
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10. The biggest challenge for Clear right now is ‘Losing Relevance of Dandruff’
. Over time,
effectiveness against dandruff for CLEAR has been declining while it is increasing for
beauty shampoos like Sunsilk, Dove and Clinic Plus. So, the task at hand for CLEAR is to
move dandruff sufferers who are using beauty shampoos to CLEAR.
CURRENT CHALLENGE
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11. Pepsodent as a brand is on a mission to eradicate preventable oral
diseases so that everyone can unlock the power of their smile. That is
because every smile matters.
BRAND PURPOSE
Human: We talk to people like people, understand them and engage with them.
Positive: We always provide simple and actionable oral care solutions, to keep people's
smiles healthy.
Reliable: We are a reputable brand that people depend on for our experience and exper
-
tise in oral care.
Brand Personality
Pepsodent Germicheck has Pro-Fluoride Complex and Active Micro-calcium that give
Maximum Cavity Protection and 10x Stronger Teeth.
Functional Benefits
Confidence to unlock the power of smile.
Emotional Benefits
BRAND GUIDELINES
Families of all shapes and sizes, who believe that the future holds better opportunities
and are invested in bettering the health and lives of themselves and their children.
People We Serve
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12. CURRENT CHALLENGE
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Pepsodent has seen a lot of competitive pressure on the market and has been working with
a new proposition of cavity protection to bolster brand equity.
The current challenge includes how to bring the idea of cavity protection alive that would
give Pepsodent a competitive edge in the market, which would result in growth and market
share for the brand.
13. Vaseline believes that skin health is a right, not a privilege which is
why Vaseline is set on a mission to give everybody healthy skin to
live without limits.
Effective on every skin type, age, gender and ethnicity, Vaseline
products aim to support and improve the health of skin, so it is
more resilient, recovers faster and glows with health. Because
healthy skin is beautiful skin. Every time you buy a bottle of
Vaseline, you give skin health to others through the Vaseline
Healing Project, which helps provide critical skin health care to
people who really need it. Vaseline has helped over a million
people per year since 2015 and will triple that by 2030. It is not just
creating products; it is creating change. So, everybody,
everywhere, can step out, step up and live their best, skin-healthy
life. Because when your skin can, you can.
BRAND PURPOSE
Enlightening, Encouraging, Inclusive, Inspirational
A source of strength and force for good, who is generous with her knowledge, care, and
protection. She brings out the best in others, emboldening them to reach for a better, more
beautiful future.
Brand Personality
Vaseline offers superior products for moisturization that keeps skin healthy and has
formulations for specific skin concerns and needs. Vaseline aims to rescue dry skin to its
best healthy self.
Functional Benefits
Confidence to unlock the power of smile.
Emotional Benefits
BRAND GUIDELINES
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14. She is a doer who makes things happen. She is forward-looking and wants to pro-
gress-whether it is for herself, her family or community. Having healthy skin makes her
feel good about herself and motivates her to keep moving forward.
People We Serve
The main challenge with Vaseline lies in it being a seasonal product. Because the time
frame for using winter products is very low, consumption is low. Moreover, there are
proxies in the market that are cheaper and cater to the consumers' moisturization need,
making the overall penetration of Vaseline products low. So, Vaseline needs to portray its
moisturization quality more comprehensively and simultaneously convert it to a
nonseasonal brand.
CURRENT CHALLENGE
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15. Inspiring women to rise above everyday sexist judgements
and express their beauty & femininity unapologetically
BRAND PURPOSE
We are Feminine and we totally own it. We are Strong. Glamorous, Sassy, and Self
Assured. We live a Spirited life and always set the tone.
Brand Personality
A pampering, indulgent ritual that makes her skin beautiful and fragrant, allowing her to
unapologetically focus on her beauty.
Functional Benefits
Ignites beauty as a positive source of strength. Cultivating a powerful & resilient self-love
and self-belief.
Emotional Benefits
BRAND GUIDELINES
Multi-faceted women who put effort and take pleasure int looking and feeling beautiful
and express who they are with confidence. They see their femininity as a strength, not a
weakness.
People We Serve
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16. Lux always has been the soap of the stars but with time, it has seen a decline in association
with beauty and the essence of aspiration. Hence there is a need to reignite Lux in a
modern & engaging way to win in beauty thought leadership. Along with losing the
aspiration to use Lux, it is also facing continuous pressure from other beauty players in the
market, who are gradually expanding within beauty bar segment.
CURRENT CHALLENGE
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17. Glow and Lovely (GAL) is a brand whose purpose is to inspire women to
have an identity of their own. The brand has worked to remove barriers for
women and support their dream careers for decades, and it stands for
inclusive, progressive, and safe beauty. GAL has been driving this purpose
for decades through its clutter breaking thematic communications, like
the engagement platform ‘GAL Careers’ and various on ground activity to
inspire and support women in their success journey.
BRAND PURPOSE
A Personal Trainer who champions the woman's desire to create her own identity by
nudging her.
Brand Personality
GAL's Advanced multivitamins gives you HD glow that is clear skin, more brightness, and
a radiant glow.
Functional Benefits
The glow of my small wins makes me confident to reach bigger ambitions.
Emotional Benefits
BRAND GUIDELINES
Pilots of their own life - young women who are confidently restless in their quest to
challenge social conditioning and find their own identity.
People We Serve
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18. Although GAL has caught up in increasing its brand equity, household penetration and
volume share, sales have gone down due to the intervention of competitive brands and
increased prices. However, opportunity remains in household penetration gain by building
relevance of ‘GLOW’ and making glowing skin an everyday need and establishing the
efficacy of GAL to deliver that.
CURRENT CHALLENGE
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19. Choose
through an effective
(Carry out surveys if needed)
Find the right platform
BRAND PURPOSE
Emotional Benefits
BRAND GUIDELINES
Page 18 of 22
Horlicks is on a mission to nourish the potential of every child
because Horlicks believes that no child should be left behind due to
poor nutrition. Horlicks cares for every child, just like a mother, and
strives to ensure that every child gets their daily nutritional require-
ments by whatever means but especially through making Horlicks
available and affordable for all.
Horlicks is an aspirational warm caring mother. She believes that the best care is to build
children's abilities to care for themselves. She always ensures that her kids are safe but
free enough to learn and fulfil their potential
Serving Horlicks makes mums feel reassured that they are doing the very best for their
children. The pride and joy in raising their child, as a successful adult.
Functional Benefits
Horlicks has 23 vital nutrients which help to ensure physical development, enhanced
cognitive functions and brain development as well as immunity for children.
Brand Personality
Horlicks serves caregivers everywhere, very often mums!
People We Serve
20. CURRENT CHALLENGE
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Being the forerunner of children's nutrition, Horlicks has been a staple in Bangladesh house-
holds throughout ages. Overtime, the brand has garnered equity and paved the way for acces-
sible nutrition - thereby ensuring its presence in a quarter of the households in the country.
However this gain has been led by value packs in lower to middle income consumer segments,
while the premium pack formats (Jars) have struggled on a constant basis. Research reveals
that the brand has been losing relevance to the higher income consumer segment (the key
driver for Jars) as they perceive it to be easily replaceable by regular food. The current percep-
tion of Horlicks is that of a taste fixer for milk and at maximum - an occasional nutritional gap
fixer, rendering the product as merely discretionary. Hence, there is a need to reignite Horlicks
with the objective of driving relevance and thereby win in the premium segment.
21. CASE CHALLENGE
Choose ONE BRANDout of the SEVEN
given brands (Surf Excel, Clear, Lux, Pepsodent,
GAL, Vaseline, Horlicks) and develop a marketing strategy
through an effective engagement platform
While devising your solution, you are expected to –
Conduct extensive market and consumer research to uncover insights
(Carry out surveys if needed)
Find the right platform
Formulate engagement strategy
Find ways to continuously measure KPIs (Key Performance Indicator)
Show how the platform solves current issues of the brand
Keep in mind the fundamentals of engagement marketing
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22. ASSESSMENT CRITERIA
DISCLAIMER
Criteria Percentage
Market and Consumer Insight
Creativity of the Solution
Strategy and Plan of Action
Feasibility (Cost efficiency,
scalability, practicality)
Brand Relevance
Presentation
Q&A
20%
20%
20%
10%
10%
5%
15%
Total 100%
The data and information provided in this case are to be solely
used for the purpose of Bizmaestros Finale and should not be
quoted or discussed outside the scope mentioned.
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23. ROUND 3
SUBMISSION GUIDELINES
Round 3 assessment will take place in person and the details will be shared closer to date.
Teams will get 15 minutes each to present to the panel + 10 minutes of Q&A.
Time checks will be given 5 minutes and 2 minutes before their presentation ends.
The slides that will be presented during your presentation need to be submitted in the
following process.
Presentation Modality
Download and solve the case and make your solution in the format of a PowerPoint file.
Make sure you embed the fonts while saving the PowerPoint file. There is no slide limit.
Make sure to make a PDF version of the PowerPoint file as well. In case there are any
videos or a separate excel file you want to showcase separately; you can provide those
files as well.
Name all your file/ files in the following format - “Team Name_Round 3_BizMaestros
2022”.
Upload your file/ files in a Google Drive and change the sharing option to “anyone with
this link can view” to ensure we have access to your files.
Rename your Google Drive in the same format – “Team Name_Round 3_BizMaestros
2022”.
Email the google drive link to EB.ubl@unilever.com keeping the following IDs in cc.
1. Lamia.Hakim@unilever.com
2. Aanisha.Mahmood@unilever.com
3. Mostofa-Rafid.Chowdhury@unilever.com
The submission deadline is 19th November 2022 (Saturday), 08:00 PM.
All files will be downloaded sharp at 08:00 PM on 19th November 2022. Our
downloaded files will be used during your presentation. If any changes are made in the
files after this time, it will not be taken into consideration for judgement during the
presentation.
Submission Instructions
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